Apple unveils its subscription streaming service, Apple TV plus TechCrunch To close out todays, the company has officially announced its streaming initiative, TV+. CEO Tim Cook said this will be an ad free subscription, with everything available for online and offline viewing, in more than 100 countries. Its coming this fall, but Apple hasnt shared any pricing info. We feel we can contribute something important to our culture and society through great storytelling, Cook said. The company already had , which will hopefully put all your Carpool Karaoke jokes to rest. They include an Amazing Stories reboot executive produced by Steven Spielberg, an adaptation of Isaac Asimovs classic Foundation books and The Morning Show, a drama set in the morning TV industry starring Jennifer Aniston and Reese Witherspoon. Details about the shows have been dribbling out for more than a year, so the main question was: How would consumers get access to all of this content? And how much would they have to pay for it, if anything? Reports last fall suggested that to anyone with an iOS or tvOS device, so the original content would essentially function as an incentive to buy Apple hardware and as a funnel to other services. And indeed, coming in May, as well as Apple TV Channels, which will allow you to subscribe to other streamers like HBO, Showtime, Starz and CBS All Access. It turns out TV+ will be a part of the TV app, but youll have to pay extra — even if Apple isnt saying how much yet. To highlight the caliber of filmmakers involved in this initiative, Apple showed off a promotional video featuring interviews with Steven Spielberg, J.J. Abrams, Octavia Spencer, Ron Howard, M. Night Shyamalan, Sofia Coppola, Damian Chazelle, Jennifer Aniston and Reese Witherspoon — who are, of course, all making shows for Apple TV+. Spielberg then took the stage to talk about his childhood love of the Amazing Stories magazine, which he subsequently turned into an 80s TV series. Thanks to the visionary and inventive folks at Apple, my Amblin team and I are going to be resurrecting this 93 year old brand and offering to multi generational audiences a whole new batch of Amazing Stories, he said. Spielberg was followed by a veritable parade of celebrities touting their various shows: Aniston, Witherspoon and Steve Carell, who are ; then Jason Momoa and Alfre Woodard, who talked about their science fiction series See; then Kumail Nanjiani, who said will consist of human stories that feature immigrants; then Big Bird yes, that Big Bird announcing and then J.J. Abrams and Sara Bareilles — Bareilles performed the theme to their show Little Voice. And to close it all out? .